How to use Local Media to your Advantage

Advertising is an essential element of any comprehensive marketing strategy. Most dental practices rely heavily on paid advertising to disseminate information about their business or services. But while many ad campaigns are highly effective, in most cases there’s no comparison to the type of effect a well-crafted news article can have on establishing a professional practice’s local reputation.

Media exposure has two distinct advantages: first, it’s free; and second, there’s a built-in trust factor: potential dental patients are much more likely to trust information presented by the news media than that which appears in a paid advertisement. As a result, a news article or radio or television piece featured by your local press can have far-reaching benefits for your practice’s marketing initiatives.

Devoting some of your marketing effort toward developing contacts with media representatives is a strategy that can have a big impact on positioning your practice within your local community and beyond.

By learning a few essential public relations tactics, you can establish a positive rapport with the media and position yourself as a subject expert who will be called upon time and again by reporters looking to develop a “local angle” for an article they’re working on.

Consider these tips to attract media attention for your practice:

• Send a press kit. Local newspapers and radio and television stations are constantly on the prowl for interesting features. Sending a press kit that details your dental practice is a great way to introduce yourself and make sure your information is on file. If your dental practice begins to offer a new service not available, or not widely publicized, elsewhere in your area, send out a press release letting reporters know you’re available for more information.
• Develop your profile outside of your office. Volunteer for civic groups and join your local chamber of commerce. Not only are these great sources for referrals, but you also gain access to the press when they cover related events.
• Consider offering a small scholarship to local youth. In addition to a feature detailing the scholarship, you can send out a press release announcing the scholarship winners. And don’t underestimate the value of the school paper. Sending press releases to local colleges, universities and high schools puts you face-to-face with young people who may be interested in finding their own dental practitioner, especially if they’re attending school away from home.
• Award the media. Show your respect for local reporters by offering an award for excellence in local healthcare reporting. To keep things fair, consider asking a communications professor from a local college to judge the competition. Announce the competition early to ensure reporters have time to research and write articles.
• Court hometown or regional celebrities. Anyone who’s ever been to a free autograph event with a local sports star knows these events generate headlines in a hurry. Offering to host an event honoring a local celebrity is a guaranteed way to drive the media to your doorstep.
• Sponsor school assemblies. Most assemblies are funded from PTA and other parent organizations. Gain members’ goodwill – as well as the gratitude of teachers and administrators – by offering to pay for an event, such as a zoo visit, science show or other assembly. Check with the school before sending out a press release to see if they need to review it before it’s mailed to the media.
• Keep up on the news. When a procedure or product is making headlines, send – or better yet, fax – a press release to the newspaper or radio or television station offering your expertise on the subject. Follow up with a phone call for expediency.
• Monitor trends in your dental specialty. Nearly every news reporter will be attracted by novel procedures, equipment or products. As a practitioner, you’re uniquely positioned to spot trends in your specialty. Send out a release offering to discuss the latest developments in your dental practice area with local reporters.
• Offer to host demonstrations at your facility. Let vendors and manufacturers know you’re willing to offer your office for demos or other events that highlight a new product or technique, and host a media event to highlight the demonstration.
• Spread the word. When a newspaper or other publication features a story about your dental practice, be sure to offer reprints prominently displayed in your waiting room. You might even consider framing the article professionally to hang in the waiting room, or near the reception area.

Once you’ve positioned yourself as a source of reliable, expert information and opinion, the next step is learning how to deal with the press so that they come to you again and again:

• Take a cue from the Boy Scouts: be prepared. Before your interview, be sure to do some research on recent developments in the area you’ll be covering. To ensure you correctly position your practice in the article, review your practice goals and vision statement prior to the interview. Be confident and upbeat, and be clear about your expertise.
• Be concise. Offer your responses in clear, complete sentences that are direct and to the point to be sure your message is communicated effectively. Stick to the topic without veering off into sales or marketing pitches. Be prepared with statistics or study results when applicable to support your information.
• Leave them wanting more. At the end of most interviews, a reporter will ask for any additional thoughts. That’s a great time to mention other resources or services your dental practice has to offer. Be sure to have a press packet available following the interview, and always thank the journalist for his or her time.
• Use visual aids. Visual aids are a great way to drive home your message. While not as crucial during a newspaper or radio interview, visual aids including charts and other materials can add significant perceived value to a television interview.
• Don’t delay. Journalists are often working on tight deadlines, so be prepared to think on your feet. When you receive a call for an interview request, return the call promptly (but take a little time to review your material beforehand, if necessary). Being respectful of journalists’ deadlines goes a long way toward establishing that all-important trust factor, and can mark you as a “go-to” source that can yield big dividends in the end.

As with all dental marketing techniques, consistency is key. Even if your advances appear to be going nowhere, continuing to send them on a regular basis keeps your name in front of editors and reporters, and builds on your credibility as an active and informed member of the local healthcare community.